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Sweat the small stuff.
Make better web content.
Otago University, April 30.
Me (Max Johns) at UX Design Day, 2014. Photo: Danielle Caddy
otago.ac.nz
google.com. I referenced this only because I’m back at Uni today.
958,000 otago.ac.nz URLs: Google
Information: CHEM111, waikato.ac.nz
Interaction: Fees calculator, massey.ac.nz
Ridiculously awesome kitten, Gilbert Rugby (Pinterest)
Average article view percentage on Slate, slate.com (via) Chartbeat
slate.com
nngroup.com
Words read as a % of total word count, nngroup.com
Total read time on Slate: blog.chartbeat.com, 7/6/2013
Eye-tracking: F-shaped browsing, nngroup.com
Seat with sign: Salt Café, NZI Building
Seat with sign: Salt Café, NZI Building
Seat with sign: Salt Café, NZI Building
Text blob: News, auckland.ac.nz
Text blob: Welcome to Law, aut.ac.nz
Similar subheadings: International scholarships, waikato.ac.nz
Useful headings: Bachelor of Health Sciences, canterbury.ac.nz
• Overview
• Features of the
Bachelor of Health
Sciences at...
Useless link text: Politic this week, economist.com
“Click here”: 1.85B results, Google
“Click here”: victoria.ac.nz
“Details here”: Academic profiles, canterbury.ac.nz
“here”: canterbury.ac.nz
Non-clickable “click here”: auckland.ac.nz
Useful link text: Hospitality, tourism and events, aut.ac.nz
otago.ac.nz
otago.ac.nz (slightly modified)
Audience: Prospective physics students
Purpose: Make them want to study here
What type of student might consider a Physics...
Audience: Prospective physics students
Purpose: Make them want to study here
Physics aims to understand the
entire physica...
Audience: Prospective physics students
Purpose: Make them want to study here
Our students join a lively
intellectual envir...
Audience: Prospective physics students
Purpose: Make them want to study here
The University of [somewhere] is home to New
...
What type of student might consider a Physics degree?
Famous [University] alumnus, Ernest Rutherford, was
intrigued in chi...
You’re curious about the
natural world. Study physics
here and we’ll feed your
fascination, just like we fed
Ernest Ruther...
Physics aims to understand the
entire physical world, from the
sub-atomic to the
cosmological.
Enrolling in Physics is the first step
to understanding the entire
physical world, from the sub-
atomic to the cosmologica...
Our students join a lively
intellectual environment that
offers innovative teaching and
world-leading research in superb
n...
Join a lively, intellectual school for
innovative teaching and world-
leading research in superb new
facilities.
The University of [somewhere] is home to New
Zealand's largest Department of Physics. Our
students and scientists explore ...
Want to search for new planets,
develop new medical imaging devices,
and play with lasers? At New Zealand's
largest Physic...
Questions?
Thank you.
Web writing workshop - University of Otago, April 30
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Web writing workshop - University of Otago, April 30

Delivered at the Universty of Otago, for the Web Services team, this presentation covers web browsing habits, and the basic web writing techniques that cater for them. Headings, sub-headings, and link text feature the most.

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Web writing workshop - University of Otago, April 30

  1. 1. Sweat the small stuff. Make better web content. Otago University, April 30.
  2. 2. Me (Max Johns) at UX Design Day, 2014. Photo: Danielle Caddy
  3. 3. otago.ac.nz
  4. 4. google.com. I referenced this only because I’m back at Uni today.
  5. 5. 958,000 otago.ac.nz URLs: Google
  6. 6. Information: CHEM111, waikato.ac.nz
  7. 7. Interaction: Fees calculator, massey.ac.nz
  8. 8. Ridiculously awesome kitten, Gilbert Rugby (Pinterest)
  9. 9. Average article view percentage on Slate, slate.com (via) Chartbeat
  10. 10. slate.com
  11. 11. nngroup.com
  12. 12. Words read as a % of total word count, nngroup.com
  13. 13. Total read time on Slate: blog.chartbeat.com, 7/6/2013
  14. 14. Eye-tracking: F-shaped browsing, nngroup.com
  15. 15. Seat with sign: Salt Café, NZI Building
  16. 16. Seat with sign: Salt Café, NZI Building
  17. 17. Seat with sign: Salt Café, NZI Building
  18. 18. Text blob: News, auckland.ac.nz
  19. 19. Text blob: Welcome to Law, aut.ac.nz
  20. 20. Similar subheadings: International scholarships, waikato.ac.nz
  21. 21. Useful headings: Bachelor of Health Sciences, canterbury.ac.nz • Overview • Features of the Bachelor of Health Sciences at UC • Entry requirements • Qualification structure and duration • Typical degree structure • Subjects and courses • Major subjects • [6 options listed] • Recommended preparation • How to apply • Further study • Career opportunities • More information
  22. 22. Useless link text: Politic this week, economist.com
  23. 23. “Click here”: 1.85B results, Google
  24. 24. “Click here”: victoria.ac.nz
  25. 25. “Details here”: Academic profiles, canterbury.ac.nz
  26. 26. “here”: canterbury.ac.nz
  27. 27. Non-clickable “click here”: auckland.ac.nz
  28. 28. Useful link text: Hospitality, tourism and events, aut.ac.nz
  29. 29. otago.ac.nz
  30. 30. otago.ac.nz (slightly modified)
  31. 31. Audience: Prospective physics students Purpose: Make them want to study here What type of student might consider a Physics degree? Famous [University] alumnus, Ernest Rutherford, was intrigued in childhood by seeing a stick apparently bend when dipped into a farm bucket of water; Albert Einstein asked how his face would appear in a hand-held mirror if he ran at some significant fraction of the speed of light. A budding physicist may share this fascination with and curiosity about the natural world.
  32. 32. Audience: Prospective physics students Purpose: Make them want to study here Physics aims to understand the entire physical world, from the sub-atomic to the cosmological.
  33. 33. Audience: Prospective physics students Purpose: Make them want to study here Our students join a lively intellectual environment that offers innovative teaching and world-leading research in superb new facilities.
  34. 34. Audience: Prospective physics students Purpose: Make them want to study here The University of [somewhere] is home to New Zealand's largest Department of Physics. Our students and scientists explore the fundamental properties of the physical world, and tackle problems ranging from searching for planets around other stars to developing new medical imaging devices and laser technologies.
  35. 35. What type of student might consider a Physics degree? Famous [University] alumnus, Ernest Rutherford, was intrigued in childhood by seeing a stick apparently bend when dipped into a farm bucket of water; Albert Einstein asked how his face would appear in a hand- held mirror if he ran at some significant fraction of the speed of light. A budding physicist may share this fascination with and curiosity about the natural world.
  36. 36. You’re curious about the natural world. Study physics here and we’ll feed your fascination, just like we fed Ernest Rutherford’s.
  37. 37. Physics aims to understand the entire physical world, from the sub-atomic to the cosmological.
  38. 38. Enrolling in Physics is the first step to understanding the entire physical world, from the sub- atomic to the cosmological.
  39. 39. Our students join a lively intellectual environment that offers innovative teaching and world-leading research in superb new facilities.
  40. 40. Join a lively, intellectual school for innovative teaching and world- leading research in superb new facilities.
  41. 41. The University of [somewhere] is home to New Zealand's largest Department of Physics. Our students and scientists explore the fundamental properties of the physical world, and tackle problems ranging from searching for planets around other stars to developing new medical imaging devices and laser technologies.
  42. 42. Want to search for new planets, develop new medical imaging devices, and play with lasers? At New Zealand's largest Physics Department, we call it ‘exploring the fundamental properties of the world’.
  43. 43. Questions? Thank you.

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